Track the businesses that are visiting your website, and start sending them tailored content through a B2B ABM program.
There are all sorts of ways for a campaign audience to respond—one of the most common of which is to visit your website. But if you’re only tracking engagement metrics (clicks, duration, geography, etc.), it’s difficult to attribute that activity to the specific members of a campaign.
If you don’t currently use web tracking software, you might be identifying inbound leads that reveal contact information by way of gated content. If you have heavy traffic on your website, this solution may work just fine—especially if you’re trying to filter out the self-qualifying leads. But would you treat certain members of your marketing campaign differently if you knew they visited your website without submitting some type of information request form? It sure couldn’t hurt—especially if you knew what content or information they clicked on.
Creepy? Maybe. But like most things, there’s a right way and a wrong way to leverage this information. What if you used it to nurture the leads with relevant content? A survey from the CEB in Harvard Business Review found that “individual customer stakeholders who perceived supplier content to be tailored to their specific needs were 40% more willing to buy from that supplier than stakeholders who didn’t.” If you haven’t considered an (ABM) approach, here are few stats to whet your appetite…
- 74% of business buyers conduct more than half of their research online before making an offline purchase (Forrester, 2015)
- Companies are 67% better at closing deals when sales and marketing teams are in sync (Marketo, 2017)
- While 23% of marketers saw significantly higher ROI within 2 years, 55% did after 2 years (ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, 2017)
Looking for a partner to help you organize an ABM strategy? The Verdi Group can provide consultation, as well as creative and web services to support the initiative. We’re also partners with Lead Forensics, a website visitor tracking platform that could help you qualify your web traffic for tailored ABM activities.